Nearly half of all companies have stated that one of their biggest marketing and public relations challenges is a lack of documented strategies. That’s largely because companies either don’t have a strategy they follow or the one they are following is not documented.
Although influencer marketing campaigns have become increasingly popular in the last few years, without a strategy, those campaigns won’t achieve much success for brands. While no company has all the answers, businesses still need to create influencer marketing campaigns in a way that results in a positive impact on their companies through unique approaches.
There are several different questions that companies must answer before they decide to pursue a specific marketing campaign, including influencer marketing campaigns. Companies must identify the right influencers to work with, how to get them to work with them, the types of influence rent activations that will work best with the audience, how the influencers are going to be paid, how much, the type of content that is going to be created, and much more.
Plenty of times, companies overlook the reasons why they need to work with influencers on marketing campaigns and end up borrowing from advertising efforts in terms of expectations or oversimplifying the goals of the campaign. The best way to figure out which problems companies can solve by creating influencer marketing campaigns is to assess the current situation of the business and then make an appropriate decision about the right approach. At the end of the day, every company wants to grow its revenue, and influencer marketing campaigns have a role in achieving that goal. However, they are not the only solution for reaching that goal.
Plenty of companies still believe that the more famous the influencer, the more effective at converting potential customers. However, popularity is just one of the many dimensions that make an influencer the right person for a company to work with. Aside from the audience metrics, it’s important that companies choose influencers that align with their own values, ideas, and messaging, and that they cover topics that are interesting to their target audiences. Consumers don’t want to engage with influencers who have controversial opinions or opinions that are contrary to what a brand stands for, which is why companies should review influencers before creating promotional campaigns with them.
A common mistake that many companies make when creating influencer marketing campaigns is using one-sided engagement efforts with their audiences. These methods come from companies only considering how they will benefit from their campaigns. However, influencer marketing campaigns are based on relationships, and when relationships are one-sided, they are not successful, which means companies have to effectively activate the influencers they’re working with, understand what they’re looking for, and figure out a way to motivate them to work with businesses.